How popular isSmartwool?
In September 2026, people searched for Smartwool by name about 880 times in Australia, a 12% decrease from the previous year. These searches made up 7.8% of all Australia merino clothing brand searches, placing Smartwool sixth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about merino clothing brands, Smartwool appeared in two of the five answers and was the third most recommended of the 12.
Smartwool is the sixth most searched of 12 competitors and the third most recommended in AI answers.
Mons RoyaleShare of searches 25.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
IcebreakerShare of searches 16.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Unbound MerinoShare of searches 11.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Le BentShare of searches 7.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
SmartwoolShare of searches 7.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top merino clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Smartwool was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Smartwool is the third most recommended of the 12.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Icebreaker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Smartwool2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Merino Country2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Kathmandu2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Macpac2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Mons Royale1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Unbound Merino0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Le Bent0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Norsewear0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Untouched World0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about merino clothing brands
5 answers
Asked ChatGPT
“Which merino clothing brand should I buy in Australia?”
Asked ChatGPT
“What are the best merino base layers for hiking?”
Asked ChatGPT
“What are the best merino thermals for winter?”
Searched Google, AI Overview
“merino thermals”
Searched Google, AI Overview
“merino base layer”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Which merino clothing brands compete with Smartwool?
Share of searches by month for Mons Royale, Icebreaker, Unbound Merino, Le Bent, Norsewear, Smartwool, Merino Country, Untouched World, Kathmandu, Macpac. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mons Royale | Icebreaker | Unbound Merino | Le Bent | Norsewear | Smartwool | Merino Country | Untouched World | Kathmandu | Macpac | Noble Wilde | Wool&Prince |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.8% | 17.7% | 12% | 6.5% | 1.2% | 13.6% | 9.8% | 5.3% | 4.4% | 4.4% | 1.9% | 1.5% |
| Nov 2025 | 24.4% | 16% | 13.5% | 10.9% | 0.93% | 13.5% | 6.1% | 4% | 4% | 4% | 1.2% | 1.4% |
| Dec 2025 | 24.6% | 16.4% | 13.3% | 10.3% | 0.92% | 13.3% | 7.4% | 4% | 3.3% | 4% | 1.4% | 0.92% |
| Jan 2026 | 20.3% | 17.1% | 17.1% | 7.7% | 0.75% | 13.9% | 7.7% | 5.1% | 4.2% | 3.4% | 1.8% | 1.2% |
| Feb 2026 | 24.7% | 16.9% | 13% | 7.7% | 0.91% | 11.4% | 7.7% | 6.2% | 4.2% | 4.2% | 1.8% | 1.4% |
| Mar 2026 | 30.6% | 16.9% | 10.6% | 4.1% | 0.95% | 10.6% | 7.6% | 6.2% | 4.1% | 4.1% | 2.7% | 1.5% |
| Apr 2026 | 29% | 19.3% | 8.1% | 3.9% | 1.4% | 10.5% | 8.1% | 5.8% | 4.8% | 4.8% | 3.1% | 1.4% |
| May 2026 | 25.3% | 20.4% | 9.1% | 5.1% | 1.5% | 9.1% | 9.1% | 6.2% | 5.1% | 5.1% | 3.4% | 0.77% |
| Jun 2026 | 25.9% | 21.2% | 9.4% | 5.2% | 1.2% | 9.4% | 7.6% | 5.2% | 5.9% | 5.2% | 2.8% | 1% |
| Jul 2026 | 23.2% | 23.2% | 10.3% | 5.7% | 1.4% | 10.3% | 6.5% | 5.7% | 5.7% | 4.6% | 2.5% | 0.9% |
| Aug 2026 | 25.3% | 20.4% | 11.2% | 7% | 1.2% | 9.1% | 7% | 6.2% | 5.1% | 4.1% | 2.2% | 1.2% |
| Sep 2026 | 25.8% | 16.9% | 11.6% | 7.8% | 7.8% | 7.8% | 6.4% | 6.4% | 3.5% | 3.5% | 1.5% | 0.98% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 25.8% | 2.9K | -19.4% | +0.5 points | |
| 2, held 2nd | 16.9% | 1.9K | -34.5% | -3.4 points | |
| 3, held 3rd | 11.6% | 1.3K | -18.8% | +0.3 points | |
| 4, moved from 5th to 4th | 7.8% | 880 | -12% | +0.8 pointsmoved from 5th to 4th | |
| 5, moved from 11th to 5th | 7.8% | 880 | +417.6% | +6.6 pointsmoved from 11th to 5th | |
| 6, moved from 4th to 6th | 7.8% | 880 | -32.3% | -1.3 pointsmoved from 4th to 6th | |
| 7, moved from 6th to 7th | 6.4% | 720 | -28% | -0.6 pointsmoved from 6th to 7th | |
| 8, moved from 7th to 8th | 6.4% | 720 | -18.2% | +0.2 pointsmoved from 7th to 8th | |
| 9, moved from 8th to 9th | 3.5% | 390 | -45.8% | -1.6 pointsmoved from 8th to 9th | |
| 10, moved from 9th to 10th | 3.5% | 390 | -33.9% | -0.7 pointsmoved from 9th to 10th | |
| 11, moved from 10th to 11th | 1.5% | 170 | -46.9% | -0.7 pointsmoved from 10th to 11th | |
| 12, held 12th | 0.98% | 110 | -35.3% | -0.2 points |
25.8%
Held 1st. 2.9K estimated branded searches, -19.4% vs prior month. Share +0.5 points.
16.9%
Held 2nd. 1.9K estimated branded searches, -34.5% vs prior month. Share -3.4 points.
11.6%
Held 3rd. 1.3K estimated branded searches, -18.8% vs prior month. Share +0.3 points.
4.
Le Bent7.8%
Moved from 5th to 4th. 880 estimated branded searches, -12% vs prior month. Share +0.8 points.
7.8%
Moved from 11th to 5th. 880 estimated branded searches, +417.6% vs prior month. Share +6.6 points.
7.8%
Moved from 4th to 6th. 880 estimated branded searches, -32.3% vs prior month. Share -1.3 points.
6.4%
Moved from 6th to 7th. 720 estimated branded searches, -28% vs prior month. Share -0.6 points.
6.4%
Moved from 7th to 8th. 720 estimated branded searches, -18.2% vs prior month. Share +0.2 points.
3.5%
Moved from 8th to 9th. 390 estimated branded searches, -45.8% vs prior month. Share -1.6 points.
10.
Macpac3.5%
Moved from 9th to 10th. 390 estimated branded searches, -33.9% vs prior month. Share -0.7 points.
11.
Noble Wilde1.5%
Moved from 10th to 11th. 170 estimated branded searches, -46.9% vs prior month. Share -0.7 points.
12.
Wool&Prince0.98%
Held 12th. 110 estimated branded searches, -35.3% vs prior month. Share -0.2 points.
Kathmandu and Macpac sell other things too, so only their searches that name this product count here, like “kathmandu merino”.
Compare popularity between Smartwool and its closest rivals
Every comparison with Smartwool
11 comparisons
How has branded search demand for Smartwool changed in Australia over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Smartwool in Australia fell from 1K to 880.
- Across the 12 months ending September 2026, Smartwool’s share of searches among merino clothing brands in Australia decreased from 13.6% to 7.8%.
- Across the 12 months ending September 2026, Smartwool’s share of searches among merino clothing brands in Australia peaked at 13.9% in January 2026 and was lowest at 7.8% in September 2026.
- Across the 12 months ending September 2026, Smartwool fell from 3rd to 6th among merino clothing brands in Australia.
How did search popularity change for Australia merino clothing brands in September 2026?
6 changes
In September 2026, Le Bent overtook Smartwool to rank 4th among merino clothing brands in Australia, with 7.8% of the searches.
In September 2026, Norsewear overtook Smartwool and 5 others to rank 5th among merino clothing brands in Australia, with 7.8% of the searches.
In September 2026, Mons Royale gained share of searches among merino clothing brands in Australia, from 25.3% to 25.8%.
In September 2026, Icebreaker lost share of searches among merino clothing brands in Australia, from 20.4% to 16.9%.
In September 2026, Kathmandu lost share of searches among merino clothing brands in Australia, from 5.1% to 3.5%.
In September 2026, Smartwool lost share of searches among merino clothing brands in Australia, from 9.1% to 7.8%.
How are Smartwool’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Smartwool’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- smartwool
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